Why Corpsumer PR Matters – FINN Partners

News and Insights

March 10, 2025

The lines between corporate and consumer public relations (PR) are increasingly blurred, driving the rise of corpsumer strategies. This integrated approach is transforming how businesses engage with stakeholders and customers, who now evaluate companies not just by their products and services but also by their corporate values. Companies can no longer separate investor-focused corporate announcements from consumer-friendly messaging. Instead, they must ensure a seamless narrative across all platforms, one that consistently reflects their values, ethics and social impact.

This is because today’s audiences not only scrutinise the products or services provided by a business, but also how well it aligns its corporate social responsibility (CSR), sustainability commitments and ethical standards with its offerings.

For PR professionals and business leaders, this shift presents both a challenge and an exciting opportunity. The industry must ensure it is communicating in a way that integrates corporate responsibility with customer engagement. Media, investors and customers expect transparency, authenticity and strong ethical leadership, especially amid global events that shape public perception and shift market dynamics.

Aligning PR with Global Events

With the rise of digitalisation, travel and multi-platform news outlets, the world is more connected than ever. Global events, whether climate action movements, social justice campaigns or economic shifts, influence heavily how businesses are perceived. Companies that take a considered approach and engage meaningfully with these global stories can build stronger relationships with their audiences and media and enhance brand loyalty.

Prioritising environmental, social and governance (ESG) commitments means not only implementing sustainable practices but also communicating them effectively. For instance, transparency in results reports, clear corporate messaging and consumer-facing initiatives – such as eco-friendly product lines – help build credibility.

Similarly, during social justice movements, companies must ensure their internal policies align with their public stance. Simply posting about diversity and inclusion is no longer enough; media and consumers genuinely want to believe in the businesses, products and services they support, expecting action on issues such as equitable hiring practices and diversity initiatives.

For example, Topicals, a Black-owned skincare brand, encountered discrimination during an international brand trip for a product launch. In response, Topicals reaffirmed its commitment to amplifying Black and Brown creators, emphasising that discrimination would not deter their mission. The brand also pledged a $10,000 donation to Muslim and Black organisations in the region to support marginalised communities. This response reinforced Topicals’ dedication to inclusivity and social justice, demonstrating their proactive approach to fostering positive change and championing diversity in their brand experiences.

In the wake of social justice movements, audiences and stakeholders increasingly value when companies back their corporate statements with visible consumer initiatives, such as inclusive marketing campaigns or product innovations that reflect their values.

Insights for PR Professionals and Business Leaders

As corpsumer PR becomes an increasingly sought-after strategy, PR agencies must stay vigilant in monitoring news cycles and preparing strategic messaging that aligns with their client’s core values. This approach not only requires the ability to react to crises but also the foresight to shape narratives that build and maintain trust.

A key tactic is leveraging thought leadership, which can position CEOs and executives as credible experts on relevant issues. Through the placement of contributed articles, LinkedIn blogs or speaking engagements, companies can amplify leadership voices to reinforce their stance on topics such as sustainability, workplace culture and economic resilience in difficult global trade environments.

It’s also crucial to align corporate messaging with consumer expectations, going beyond investors to consider how everyday customers perceive the brand. By using data and storytelling, companies can make complex corporate initiatives more accessible and engaging for their audience. Let’s take Ben & Jerry’s for example. The ice cream manufacturer has built its reputation by aligning corporate advocacy with consumer-facing campaigns. Following the invasion of Ukraine, its public statement titled “Fight the Anti-Refugee Bill” was reinforced by product labelling and a campaign urging consumers to contact elected leaders in the UK, emphasising the importance of treating people with kindness and compassion.

By integrating thoughtful corporate messaging with consumer-focused initiatives, brands can strengthen their reputations, foster trust and lead meaningful communications in a values-driven world.

Leveraging Social Media for Authentic Engagement

Social media has become an essential tool for businesses looking to bridge corporate and consumer PR. Each platform serves a distinct purpose and companies must tailor their messaging accordingly.

LinkedIn is ideal for corporate storytelling, investor relations and executive thought leadership, whereas Instagram and TikTok are powerful for consumer engagement, allowing brands to showcase CSR efforts in a visually compelling way. Alternatively, X is a key platform for real-time brand positioning, particularly during major industry or global events.

Beyond simply posting content, social media allows brands to foster two-way communication, engaging directly with customers, media stakeholders and, importantly, employees.

A prime example of this approach is FINN Partners’ client Mainetti’s “Happy Mainetti” campaign, which highlights its dedication to employee wellbeing and community impact. By fostering a culture of care, Mainetti seeks to enhance internal engagement and strengthen its reputation with external stakeholders. Similarly, being named a lululemon Centre for Social Impact Grantrecipient reinforced Mainetti’s alignment with social responsibility.

A Considered Change on the Horizon

The integration of corporate and consumer PR is no longer optional; it’s essential for businesses that want to stay competitive in a values-driven world. Customers, stakeholders and media alike expect authenticity, transparency and alignment between a company’s ethical commitments and its offerings.

So how, in practice, should PR professionals adopt this new corpsumer approach?

By seamlessly merging corporate and consumer messaging, staying ahead of global trends to shape narratives and leveraging both social media as well as media relations to communicate values authentically.

With a holistic communications strategy, businesses can effectively engage a values-driven audience, ensuring credibility and fostering strong, clear brand awareness in a dynamic landscape.

For more insights and to find out how we can help your business – contact the FINN Partners team.